Google Analytics Implementation Guide

  • Updated

Systems Used

  • Demandbase Classic ABM Platform (Required)
  • Google Analytics Universal or Universal Premium (Required)
  • Google Tag Manager (Optional)

Important: This article covers integrating Google Analytics with Demandbase Classic. To set up the integration with Demandbase One, see Integrate Google Analytics and Demandbase.


The Demandbase Tag sends Company Profile Attributes to custom dimensions in Google Analytics (GA). The integration lets you take a deeper dive into the data using customized reports within GA.

Implementation Steps Summary

Step-by-Step Guide

Step 1: Ensure Demandbase Tag is Deployed

If you have not yet deployed Demandbase Tag to your website, follow these instructions.

Step 2: Ensure you have GA Universal or Universal Premium

Check to see if you are using Universal Analytics. If you are using GA Classic or GA Classic Premium, please follow the upgrade instructions in the Classic to Universal Upgrade Center.

NOTE: If an upgrade to Universal version is not possible, contact your Customer Success Manager for more detailed scoping activity.

Step 3: Add a tracker name to each GA property

If you have multiple GA properties on your website we recommend assigning a tracker name to each one. Without a tracker name, there is no guarantee the data will pass correctly. Demandbase data will flow into whichever instance loads first each time.

NOTE: If you intend to use a tracker name in GA, please notify your project manager or Customer Success Manager.

Learn More

Here are instructions on how to add a tracker name.

Step 4: Select Demandbase attributes to capture

Demandbase provides you with over 40 firmographic attributes you can use to collect data about the company traffic coming to your site. Within GA Universal you can set up as many as 20 custom dimensions. Below are the 12 attributes we recommend starting start with in GA.

  1. Demandbase SID
  2. Company Name
  3. Audience
  4. Audience segment
  5. State
  6. City
  7. Country Name
  8. Marketing Alias
  9. Industry
  10. Sub Industry
  11. Revenue Range
  12. Employee Range

Learn More

For details on each firmographic attribute, see the Firmographic Attributes Overview.

Step 5: Grant Demandbase Access to GA

You will need to set up Demandbase with edit access to your GA property using

Step 6: Set up Custom Dimensions

Within GA, set up custom dimensions in line with what has already been created in your Demandbase Google Analytics Connector mapping by following these steps.

6.1. Sign in to GA

6.2. Navigate to the appropriate GA Property.

6.3. Click Admin, and navigate to the property to which you want to add custom dimensions.

6.4. In the Property column, click Custom Definitions > Custom Dimensions.Snip20171011_10.png

6.5. Click New Custom Dimension.

6.6. Add a Name. This can be any string, but use something unique so it’s not confused with any existing dimension or metric in your reports.

6.7. Set the Scope to Session.

6.8. Check the Active box to start collecting data and see the dimension in your reports right away. To create the dimension but have it remain inactive, uncheck the box.

6.9. Click Create or Save if editing an existing dimension.


The Custom Dimensions are correlated to Demandbase attributes by index, NOT by variable name. Be sure to create the Custom Dimensions with the same indexes as found in your Demandbase Google Analytics Connector mapping. If you make a mistake, simply rename the Custom Dimension or rearrange the Demandbase mapping.

Learn More

This video walks through the setup steps for GA custom dimensions.

Step 7: Set up custom reports

From within GA, create a set of recommended custom reports to see and analyze your account-based data.

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